Phone detailing allows pharmaceutical companies to develop marketing plans through a low-cost promotional strategy involving phone calls from trained representatives to physicians. Merqurio has used phone detailing successfully for years to provide medical information and increase physician expertise. Phone detailing strategies can be used for traditional products, to support in-person representatives, in new therapeutic areas, or areas without in-person representatives.

1. Phone Detailing:
Efficiency in scientific information and
effectiveness in low-cost promotion

2. Phone detailing
Relational Dynamics
Phone detailing allows pharmaceutical companies to develop a Marketing
Plan through a low-cost promotional strategy.
Over the last years, Merqurio has tried out this new medical information
strategy to increase and promote physicians’ expertise and competence.
Effectiveness of Merqurio’s phone detailing is attested by successful case
histories.

3. Phone detailing
Advantages
 Phone-detailing strategy focused on traditional products;
 Phone-detailing strategy to support street reps;
 Phone-detailing strategy in unexplored therapeutic areas;
 Phone-detailing strategy in areas not covered by street reps;
 Customer care to support healthcare professionals or patients needing
information on drugs/medical devices;
 Updated news about drugs to physicians;
 Lead generation: new client recruitment;
 Promoting and increasing interaction on healthcare websites;
 Medical information about lab analyses.

4. Phone detailing
Merqurio offers a team of 80 phone reps* trained to provide medical information
via telephone to the physicians who are members of DottNet, the first Italian
social network for healthcare professionals: Selective targeting.
* Merqurio’s phone REPs are trained as “phone operators” and own appropriate degrees according to the
Italian law.
Merqurio Pharma is the owner of “AIC” and is registered to SIS to provide medical information.
Merqurio’s services are “ISO 9001:2008” certified.
Phone contacts are monitored thanks to a powerful CRM system.

5. Phone detailing
Our experience
Exclusive strategy:
Direct Email Marketing with over 4,000,000 emails sent per year;
More than 30 successful projects;
37 specialized newsletters;
Exclusive editorial and journalistic competences;
Professional contact center;
CRM system (a database including all the information about physicians).

6. Phone detailing
Activities and
services
 Team of 80 phone reps;
 Phone rep working from 9.00 a.m. to 1.00 p.m. and from 2.00 to 6.30
p.m., from Monday to Friday;
 Medical information service;
 Professional Help Desk;
 Customer Care Service;
 Toll-free phone numbers for pharmaceutical companies and service
Personal Assistant;
 Call-centre management;
 Market research and surveys;
 Support to sales force.

7. Phone detailing
Example of application
Phone detailing strategy focused on traditional products
Requirement: blockbuster and traditional products do not require “face to
face” visits. A famous brand can be promoted only by brand memory.
Solution: Phone detailing is supported by online (e-detailing) and offline
activities (snail mail). E-detailing strategy improves brand memory, inducing a
constant use of a specific brand.

8. Phone detailing
Selective targeting
Phone detailing develops an efficient
communication to specific targets;
Phone detailing includes segmentation
of target to select the most suitable
communication strategy to each cluster;
Phone detailing involves selective
alterations of Targeting.

9. Phone detailing
Example of action plan
First call
The first call is aimed to recruit new customers, followed by customized emails.
Second call
The second call involves the sending of a coupon, giving access to an editorial gadget or
online services (for example, eCME courses).
Third call
The third call verifies the receipt of the gadget; phone rep provides medical information
to physician.
Fourth call
The Phone rep sends an email to the physician in order to share the e-visual contents
related to the brand.
Fifth call
The fifth call includes a “Thank you” email to physicians who took part in the project.

10. Phone detailing
“Thank you” email: example
After the call, the Phone rep
sends an email to the
physician reporting his/her
name, surname and photo.
The message includes a
summary of the
conversation, more
information on clinical
studies and brand-related
visual materials.

11. Phone detailing
Focus on physician and relationship
 Phone detailing can improve relationships between reps and physicians;
 All involved contacts are part of a medical information project;
 Phone rep activity is regulated by Italian law about medical information;
 Contact quality is constantly checked to increase results;
 The contents of phone-detailing project are defined by the commissioning
pharmaceutical company;
 Merqurio Pharma is able to propose effective and efficient methods and
models based on the experience of several projects developed in about five
years.

12. “It is not the strongest species that
survives nor the most intelligent but the
one that is most adaptable to change.”
Charles Darwin
Contact:
Phone: +390815524300
Fax: +390814201136
www.merqurio.it
E-mail: redazione@merqurio.it